Agencies on winning the Super Bowl without an ad

Maisie Williams sings "Let It Go" in Audi's Super Bowl ad | GS&P, Doritos reveal Lil Nas X, Sam Elliott dance-off | BBDO, Snickers feed a giant hole to fix the world Created for {EMAIL} | [Web Version]( January 30, 2020 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Maisie Williams sings "Let It Go" in Audi's Super Bowl ad]( [Maisie Williams sings "Let It Go" in Audi's Super Bowl ad]( (Audi USA/YouTube) 72andSunny Amsterdam's Super Bowl spot for Audi kicks off the agency's first work for the brand and a global campaign that marks a shift in messaging to focus on electric vehicles and sustainability. The ad stars Maisie Williams of "Game of Thrones," who sings "Let It Go" from "Frozen" as she breaks free in an e-tron Sportback from traffic, pollution and warnings about climate change, and 72andSunny Amsterdam's Rey Andrade says, "The whole message of this spot is about letting go of the past -- shedding behaviors and old-school ideas about how we should be driving cars." [Campaign US (tiered subscription model)]( (1/29), [MediaPost Communications]( (1/29), [The Drum (free registration)]( (1/29) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Creative [] [GS&P, Doritos reveal Lil Nas X, Sam Elliott dance-off]( [GS&P, Doritos reveal Lil Nas X, Sam Elliott dance-off]( (Doritos/YouTube) Doritos has released its full 60-second Super Bowl spot from Goodby Silverstein & Partners, which features a dance-off between Lil Nas X and Sam Elliott, with a cameo from Billy Ray Cyrus, and ends with the rapper asking, "Who got next?" The campaign enables fans to use the Sway app to recreate dance moves from the spot and is encouraging them to share videos using #CoolRanchDance on TikTok. [Ad Age (tiered subscription model)]( (1/29), [Adweek (tiered subscription model)]( (1/29) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [BBDO, Snickers feed a giant hole to fix the world]( [BBDO, Snickers feed a giant hole to fix the world]( (Snickers/YouTube) Snickers released a 75-second version of its 30-second "#SnickersFixTheWorld" Super Bowl spot from BBDO New York and AMV BBDO, which pays snarky homage to the iconic "Hilltop" ad for Coca-Cola, writes Adweek's Doug Zanger. The spot features people singing about the world's ills as a massive crowd congregates beside a gigantic hole and attempts to "fix the world by feeding it Snickers" and ends with Luis Guzman declaring "It's working!" as a couple using a selfie stick falls in. [Adweek (tiered subscription model)]( (1/29), [Ad Age (tiered subscription model)]( (1/29) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [Work & Co's Derek Fridman on being inspired by street art]( Work & Co's Derek Fridman chats in this podcast about how a background in street art influences his creative output. "I love to jam and mash-up cultures and things that don't go together to make people go, 'What is this person thinking?' " he says. [Ad Age (tiered subscription model)]( (1/29) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Agencies on winning the Super Bowl without an ad]( Agency executives share their thoughts on how advertisers can maximize Super Bowl buzz without spending millions on an ad. "You need to have a strategic and creative hand on the pulse of social conversations," says Forsman & Bodenfors New York's Sterling Lambert, and Deutsch New York's Dan Kelleher says, "It's a window of opportunity when people are actually saying, 'OK advertising, give me your best shot. I'll be on one of my five screens waiting for you.' " [Campaign US (tiered subscription model)]( (1/29) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency News [] [Code and Theory wins creative for Xerox]( Stagwell Group's Code and Theory has won Xerox's creative account, replacing incumbent VMLY&R, which didn't take part in the review. "We chose Code and Theory as our new creative agency because of their digital chops and smart creative," says Xerox's Anne Marie Squeo, and Code and Theory's Mike Treff says, "While they have a storied legacy of innovation, we believe their brightest days lie ahead, and can't wait to dig in and help them reshape their story." [Ad Age (tiered subscription model)]( (1/29) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Facebook reports growth but sees a future slowdown]( Facebook reports growth but sees a future slowdown Zuckerberg (Drew Angerer/Getty Images) Facebook reported $21.1 billion in fourth-quarter revenue, a 25% increase over Q4 2018 and a slowdown over past reporting cycles, and executives warned that sustained growth would be hampered by the limited number of users, new privacy measures and an advertiser shift toward Stories. Facebook has been criticized for its controversial political ad policy and spread of disinformation, but CEO Mark Zuckerberg says his goal for the next decade "isn't to be liked, but to be understood." [Ad Age (tiered subscription model)]( (1/29), [CNN]( (1/29), [Reuters]( (1/29), [The Wall Street Journal (tiered subscription model)]( (1/29) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Legislative & Regulatory [] [4A's joins ad industry urging CCPA enforcement delay]( Advertising groups including the American Association of Advertising Agencies, American Advertising Federation, Interactive Advertising Bureau and Association of National Advertisers have sent a joint letter urging California Attorney General Xavier Becerra to delay enforcement of the California Consumer Privacy Act for six months. "Given the extraordinary complexity of the law and the wide range of open issues to be clarified from the draft guidance, there will not be sufficient time for many businesses to effectively implement the final regulations prior to the anticipated enforcement date of July 1, 2020," the letter states. [MediaPost Communications]( (1/29), [The Drum (free registration)]( (1/29), [Adweek (tiered subscription model)]( (1/29) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Association News [] [MAIP Summit, Sun. Feb. 23-Mon. Feb. 24]( Calling all MAIP (Multicultural Advertising Intern Program) Alumni! Join us for 4A's Foundation's MAIP Summit 2020 Feb. 23 to 24 for real talk on diversity, equity and inclusion in our industry and our world. [Learn more]( and spread the word. [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Workshop | Strategy for Non-Strategists, Feb. 5, Los Angeles]( [Workshop | Strategy for Non-Strategists, Feb. 5, Los Angeles]( No matter what it says on your business card, today you're expected to a be strategist. In this highly interactive one-day course for departments outside of strategy, you'll learn the fundamentals of strategic thinking. Teams will engage in live practice in key areas such as problem reframing, insight generation, and strategic articulation. 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